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Inbound marketing methodology

Inbound marketing methodology has proven to be the most effective digital marketing methodology this decade, as a process of acquiring new leads for your company, increasing brand awareness and growing sales, inbound marketing is unparalleled.

Brightseed works closely with its clients to attract more targeted visitors, convert more leads, close more sales and exceed marketing ROI goals.

4.
Instead of buying ads, buying email
lists, or cold calling, inbound marketing
focuses on creating educational
content that pulls people
toward your website where they
can learn more about what you sell on their
own accord.
WHAT IS INBOUND MARKETING?
Market with a magnet, not a sledgehammer

5.
INBOUND IS AN APPROACH TO MARKETING
THAT REACHES TODAY’S CUSTOMERS
Understand what
content pulls your
buyers through the
sales funnel
use that context to
personalise your
marketing at scale.
Get found by qualified
leads online with
content
• website pages
• blog articles
• social messages
optimised for search
and social media.

9.
1. The media landscape has
become insanely cluttered.
There’s a magazine, TV
channel, radio station, and a
gajillion websites for every
conceivable interest.
WHY INTERRUPTION NO LONGER WORKS:
REASON No 1 - The Proliferation of Media

10.
THE PROLIFERATION OF MEDIA
• 1920 there was 1 radio station - 2011 there were over 14,000
• 1946 USA had 12 TV stations - 2011 there were over 1,700
• 1998 average consumer saw or heard 1 million marketing
messages – almost 3,000 per day
• In 2014 there are 1,500 stories in your personal Facebook news
feed alone - competing for your attention at any given moment

11.
2. Consumers are accustomed to
false claims and deceit in
advertising, so even when
clever ads are seen by
consumers, they’re thought to
be dishonest.
WHY INTERRUPTION DOESN’T WORK:
REASON No 2 - A History of Deceptive Advertising:
63% of consumers need to
hear company claims 3-5x
before they’ll actually believe
them!
Source Edelman Trust Barometer,
2012

15.
THAT’S WHY PERMISSION HAS BECOME
MORE EFFECTIVE THAN INTERRUPTION
• Aligning content with customer’s interests
• Earning permission to market to
prospects
• Convert into leads
• Close into customers

16.
There are 4 major
themes of inbound,
permission-based
marketing...

17.
As you learn more about
your leads over time, you can
better personalise your
messages to their specific
needs.
PERSONALISATION & CONTEXT
Buyer Personas

18.
You recognise that people go
through stages as they
interact with your company, and
that each stage requires
different marketing actions.
LIFECYCLE MARKETING
Buyer Journey

20.
Inbound marketing is multi-
channel by nature because it
approaches people where
they are, in the channel where
they want to interact with you.
A MULTI-CHANNEL PRESENCE
Leverage & distribute content

21.
IN SUMMARY, INBOUND MARKETING IS
ABOUT ...
• Building trust, not skepticism
among your prospects
• Being loved, not ignored by your
customers
• Outsmarting, not outspending
your competitors

28.
4x time on Facebook v Google
You must share remarkable content
and valuable information on the social
web, engage with your prospects, and
put a human face on your brand.
SOCIAL MEDIA
YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES

33.
Calls-to-action (CTAs) are
buttons or links that encourage
your visitors to take action, like
“Download an ebook”
No CTAs or if they aren’t
enticing enough, you won’t
generate leads.
CALLS TO ACTION
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH
CALLS-TO-ACTION

34.
When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action is fulfilled, and where
the prospect submits information
that your sales team can use to
begin a conversation with them.
LANDING PAGES
DRIVE VISITORS TO LANDING PAGES WHERE THEY
CAN BECOME LEADS

35.
• Companies with 30> landing pages get 7x more leads than
those with <10
• 48% of marketers build a new landing page for each
marketing campaign
LANDING PAGES

36.
In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Optimise your form to make this
step of the conversion process as
easy as possible.
FORMS
USE FORMS TO GET THE INFORMATION YOU NEED
ABOUT YOUR PROSPECTS

38.
You’ve got contacts in your
system, but how do you know
which ones are ready to speak to
your sales team? Using a
numerical representation of the
sales-readiness of a lead takes the
guesswork out of the process.
LEAD SCORING
USE LEAD SCORING TO DETERMINE WHICH LEADS
ARE READY FOR A SALESPERSON

39.
What if a visitor clicks on your CTA
and fills out a form on a landing page
to download a whitepaper, but still
isn’t ready to become a customer?
Nurture them with a series of
emails focused on useful, relevant
content until they’re ready.
TARGETED EMAILS
SEND TARGETED EMAILS TO LEADS TO PULL THEM
THROUGH THE SALES FUNNEL

41.
Know which marketing efforts are
bringing in the best leads and
whether your sales team is
focused on the most qualified
leads by integrating with your
Customer Relationship
Management (CRM) system.
CUSTOMER RELATIONSHIP MANAGEMENT
CLOSE THE LOOP BY INTEGRATING YOUR
MARKETING TOOLS WITH YOUR CRM

43.
Treat people like people and earn
trust by using Smart
personalisation content to create a
tailored experience based on
prospects’ needs across all of your
marketing channels – from CTAs
to email to landing pages.
KEEP THE CYCLE GOING BY CONTINUALLY
NURTURING WITH PERSONALISED CONTENT